It's Not What One Broker Thinks. It Is What Your Client Is Thinking

 

 

I have talked with so many brokers over the years, whether marketing clients or not, that tell me how upset they are about an opinion story in print, on TV, or on social media. They feel it leads current and potential property owners to think something is true or a standard while they disagree. The same can be said for market trends. I’m no different. For years I have wondered why on earth real estate associations and organizations willingly publish trends such as a drop in home sales.

Those get people thinking they can’t sell their home either and may reduce their interest in even considering. There are situations such as in the below linked story, in which a prominent local agent is called upon to give an opinion about the market. Other local agents may disagree with the assessment, and that is to be expected.

However, those other agents are also competing for listings and sales with the “expert” that made the comments they disagree with. 

One of the many things I have learned over the past 35 years of helping brokers and investors with their marketing is that it helps to tell your audience as much of what they want to hear as possible. There are times it takes some “adjusting” to make that happen. If an expert tells thousands of people about blue widgets and your listing has red widgets, one of my strategies is to accept and compare.

Instead of trying to tell potential buyers why red is better than blue, make it a point to compare the two. “I know red goes great with yellow, but I think blue goes better with three or four colors”, is a good approach. By doing so, you reinforce what the potential buyer may be thinking and getting your points across.

Your goal is to get the transaction done ahead of being more of an expert than one of your competitors. It can be very helpful to gather the opinions of others in your farm area or market along with those reaching a similar target audience within and beyond your scope.

Being able to incorporate what your client and potential buyers may be thinking into your approach with them. It could make the difference of being “first in” on your next deal.

 

https://fox17.com/news/local/selling-or-buying-a-home-in-2026-expert-weighs-in-on-current-real-estate-market-middle-tennessee